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Marketing Research BlogShould We Care About Non-Response Bias?Non-response bias occurs when people who participate in a research study are inherently different from people who do not participate. This bias can negatively impact the representativeness of the research sample and lead to skewed outcomes. Basing important business decisions on research conducted using non-representative respondents is potentially disastrous. There are, however, strategies that may mitigate the impact of non-response bias that do not require large budgets and longer time periods.